The study was conducted in order to identify brands entering the European and/or Italian market. Over 70 brands were considered, and approximately 50 brands interested in the European market were analyzed in depth. The focus is on passenger car brands, and in terms of product offerings, the analysis delves into the electric and plug-in models in their lineups. The introduction is dedicated to brands that have recently entered the Italian market, where 22 brands are analyzed. The subsequent two sections are dedicated to other brands that have entered Europe (but not Italy) and those planning to enter, for a total of 26 additional brands examined in depth. The analytical framework for new entrant brands is based on the following six dimensions:

• Investors and brand strength
• Carline and engine options
• Mobility solutions
• Online sales
• Distribution model
• European presence

In addition to the summary overview provided in the framework above, qualitative information and latest news that allow a more in-depth analysis by brand are provided.

Moreover, an analysis of the BEV and PHEV models offered by emerging brands in Europe and Italy is provided, including the “starting at” price ranges offered to consumers.

Lastly, a framework of the distribution models adopted by the new brands is provided.

The data and information presented in this Report are collected from multiple sources and are current as of May 2026.